The campaign presented otherwise dull data in a light, unexpected way to promote a series and a cause.

Jakarta and the world of “Black Knight” shared the same problem: terrible air quality. To highlight this, we turned a billboard into an air quality monitor.

The billboard visualized the real-time air quality data with the star’s face: when the Air Quality Index (AQI) was below 100 (safe), it depicted the unmasked Kim Woo-bin; when the AQI exceeded 100 (unsafe), it depicted the masked version, concealing his handsome face. The call to action was simple: help improve air quality to keep seeing

Netflix's "Black Knight" marked the comeback of Korean superstar Kim Woo-bin after a long hiatus. The actor has a massive fan-base in Indonesia, and anticipation for the title was high.

In the show, humans must put on a mask outdoors due to the unbreathable air condition, and the survival of humanity depends on the Black Knights who deliver oxygen. For Jakartans, the show hits eerily close to home as it's one of the most polluted cities in the world.

We were tasked to capitalize on his stardom and create promotional materials that heavily feature him.

The objective was to intrigue our primary target audience, Kim Woo-bin fans and K-drama fans, to watch the show.

Indonesian K-drama fans are known for their immense dedication to their idols. These fans are willing to go to great lengths, from renting billboards to welcome their idols during concerts to raising donations on behalf of them on their birthdays. The campaign tapped their passion for their idol to generate buzz about the series.

The world of Black Knight & Jakarta shared one thing in common: terrible air quality. While many people were aware that Jakarta was highly polluted, many didn’t fully understand how polluted it was because they aren’t familiar with the concept of Air Quality Index. Unlike weather information, people don’t check air quality regularly, and risk reaping the negative effects of pollution daily.

We needed a way to visualize the data in a simple yet interesting way, so we decided to put a face on it, a handsome one at that.

We created an interactive billboard that reacted to the real time air quality data. When the air quality reading was bad it depicted Kim Woo-bin with a mask on, when the air quality was good we would see a maskless Kim Woo-bin. The billboard encouraged fans to help improve quality with a simple incentive: seeing the handsome maskless face.

The "Unmask Your Idol Billboard" achieved its dynamic display through an air quality sensor beneath it. This sensor captured real-time air quality data, and the billboard would visualize the data accordingly.

When the Air Quality Index (AQI) fell below 100 (safe), the billboard depicted the unmasked Kim Woo-bin. Conversely, if the AQI exceeded 100 (unsafe), it depicted the masked version, concealing his handsome face.

This interactive feature aimed to engage both the general audience concerned about their city's air quality and devoted Kim Woo-bin fans eager to catch a glimpse of their idol's face.

The data journey was fairly straightforward and short. An air quality monitoring device was installed beneath the billboard; the real-time data was then processed through a program that would generate a relevant visual that would show in the billboard. This whole process took only a split second.

If the AQI dropped below 100 (safe to breathe), the unmasked version was shown. On the contrary, if it exceeded 100 (unsafe), the masked version appeared, hiding Kim Woo-bin's handsome face.

We could have settled with an ordinary billboard showing Kim Woo-bin’s face prominently. But using the AQI data, we managed to inject context to the visuals and made the billboard even more relevant.

We garnered more than 42.6M impressions and 37M reached. Fans talked about it, paid a visit, and shared live updates of the billboard online. Indonesia's leading newspaper and 30+ other publications covered it organically, including startups and NGOs.

Appreciation also came from the Ministry of Forestry and Environment and Kim Woo-bin himself through his personal Instagram account.

Overall, the campaign's positive response helped make the title one of the top 10 most-watched series in Indonesia for three consecutive weeks.